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The Definitive Guide to Influencer Marketing – Everything You Need to Know

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- •
2
InfluencerMarketing
GettingStartedwith
Ifyouhaven’theardofinfluencermarketing,youmaythinkofitasmerelyanotherbranchofmark...
3
InfluencerMarketingWhatis ?
Influencermarketingisoneofthosetermswherethenamemeans
whatitsays.Itimpliesthatbusinesseswork...

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The Definitive Guide to Influencer Marketing – Everything You Need to Know

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  2. 2. 2 InfluencerMarketing GettingStartedwith Ifyouhaven’theardofinfluencermarketing,youmaythinkofitasmerelyanotherbranchofmarketing–perhaps evenashort-termfad.Butinfluencermarketingismorethanthat.Itisbecominganessentialwaytopublicize yourgoodsandservicesonline.Why?Becauseitisnowthemostgenuineandauthenticmethodofmarketing.
  3. 3. 3 InfluencerMarketingWhatis ? Influencermarketingisoneofthosetermswherethenamemeans whatitsays.Itimpliesthatbusinessesworkwithpeopleofinfluenceto helpthemwiththeironlinemarketing. InfluencerMarketingaimstoidentifythemainpeoplewhoactas influencersinyournichesoyoucanapproachthemtoworkwithyou topromoteyourbrand. So,whatisaninfluencer?Aninfluencerissomebodywhohasthe powertoaffectpurchasedecisionsofothers.Aninfluencercandothis becausehehasauthority,knowledge,positionand/oraspecial relationshipwithhisaudience.Heisusuallysomeonewhohasa significantfollowinginaparticularniche,andheactivelyengageswith them. TheseinfluencershavebuiltTheseinfluencershavebuiltreputationsforbeingexpertsinparticular niches.Theymighthaveestablishedasuccessfulblogonthesubject. Perhapsthey’vemadevideosanduploadedthemtoarelevant YouTubechannel.Ormoreoften,theyhaveoperatedactiveand popularsocialmediaaccounts,wheretheygiveopinions,ideas,tips, andadvicerelatingtotheirspecialisttopic. IftheinfluencersunderstandhowyourpIftheinfluencersunderstandhowyourproductcouldbenefittheir followers,thentheymaybehappytoworkwithyou.Theywillbe preparedtolendtheirname,expertise,andauthoritytowards promotingyourproducttotheirfollowers.
  4. 4. 4 InfluencerMarketingvs. ContentMarketingvs. BrandAmbassadors 01 02 03 04 ContentMarketingoccurswhenfirmscreateanddistributerelevant, valuablecontent.Thecontentisproducedtoattractandengagean audience.Itsultimateaim,ofcourse,istoleadthereaderintotaking someprofitableaction,perhapsbuyingaparticularproduct.Content marketingcoverstheentireprocessofcreating,distributingandusing contenttomeetyourbusinessgoals. AvariationontheAvariationontheformalinfluencermarketingprocessiswhereyour businesscultivatesbrandambassadors.Abrandambassadoris someonewhorepresentsandtalksaboutyourbrandwithpassion. Thesecouldbeyourbrand’sfansandcustomeradvocates. Aconsumerseesarecommendationaboutsome productorserviceinasocialmediapostorstatus.Thisis usuallymadebysomeinfluencerwhotheconsumer admiresandfollows.Itpiqueshisattention. Shedecidestolearnmore,sohegoestohisfavorite blog,YouTubechannel,socialmedianetwork,orpodcast tosearchformoreinformationabouttheproduct.She engageswithcontent. Sheseeksclarificationaboutfeatures,pricing,availability andshippingdetails.Sheoftencompletesthisstageata brandorretailer’ssite. Ifshelikeswhatshesees,shepurchasestheproductor service,eitheronlineorbygoingintoaphysicalstore.
  5. 5. 5 InfluencerMarketing WhydoYouNeed ? Whendidyoulastlookatabanneradontheinternet?Mostpeople don’tnoticethemnow.Manyofthosewhotakenoteofthemfind themsoannoyingtheyinstallAdBlockerstoremovethem. Withaworldwideaverageclick-throughrateof0.19%,youcanhardly considerdisplayadvertisingsuccessful. AccordingtoapollfromInfolinks,halfofInternetusersneverclickon onlineadsand35%clickonlessthanfiveadspermonth. PerhapsyouhavetriedsocialmediamarPerhapsyouhavetriedsocialmediamarketing.Thishassome potential.Peoplespendaconsiderabletimenowadaysbrowsing throughtheirvarioussocialmediathreads. Butthereisaproblem.Whoisgoingtoseeyoursocialmediastatuses? Unlessyouhavebuiltmassiveaudiences,youareunlikelytohavemuch reach. Itisusuallymucheasiertofindinfluencersandworkwiththemand theiraudiencestospreadyourmessagethanitistobuildasubstantial engagedaudienceyourself. InfluencermarInfluencermarketingisdifferenttotraditionaladvertising.One significantdifferenceisthetypeofrelationshipyouneedtoestablish withyourinfluencers. Successfulinfluencermarketingcreatesawin/win/winsituation.You (thebrand)wins.Theinfluencerwins.Thefollowersoftheinfluencer win.Ifyoucanachievethistriplestrike,thenyourinfluencermarketing campaignwillhavebeenasuccess.
  6. 6. 6 Influencers HowCan HelpYour Business Paidinfluencerswillbemoreproactiveinpromotingyourbrand.They mightwriteorfilmpromotionalitems.Theycouldpostpictureson InstagramorvideosonYouTubeshowingthemusingyourproduct.In thissituation,theyarenotmerelyhelpingyououtbecausetheybuilta relationship.Theyareearningthemoneyyoupaythem. Ofcourse,youcaOfcourse,youcan’texpectinfluencerstoprovideyouwith unequivocalpraise.Theyareonlyinfluencersbecauseoftheirauthentic relationshipwiththeiraudience.Anyrealinfluencerisunlikelytowant todealwithyouatalliftheydon'tlikeyourproduct. Creatinganarticle/blogpost,or videoaboutyourproductor service 01 Sharinginformationpromoting youontheirsocialmedia accounts 02 Givingyouaccesstotheirsiteso youcanwriteaguestpost 03
  7. 7. 7 InfluencerMarketing Thefutureof In2018thefutureofinfluencermarketinglooksrosy.Itsolvesmanyofthe issuesfacedbytraditionalmarketing,forinstance,audiencefragmentation onconventionalmedia,andbannerblindnesswithonlinemarketing. Inmanyways,influencermarketingisstillrising–itisstillnewenoughto beconsideredinnovative.Itisintherisingphaseoftheproductlifecycle andisnotyetatitspeak. Althoughinfluencermarketingisstillinitsearlydays,ithasreachedAlthoughinfluencermarketingisstillinitsearlydays,ithasreached criticalmass.Asmorefirmsengageininfluencermarketing,thereis sufficientincentiveforbusinessestocreateinfluencermarketing infrastructure.Forinstance,thegrowthinplatformshasbeenphenomenal inthepastfewyears.
  8. 8. 8 Howtogetstarted Amajordecisionyouneedtomakebeforeyoustartiswhichpathyoushouldfollowtofindyourinfluencers.Therearethreeoptions: Organic Yousearchforandbuildrelationshipswith influencersin-house.Thisisthecheapest, butmosttime-consumingmethod. Agencies Youpayaspecialistinfluencer marketingagencytohelpyouwith influencerselectionandmanagement. Platforms Youpaytouseoneofthespecialistonline platformstofindyourinfluencers.Manyofthe platformsprovidesystems,whichmakeit simplertomanageyourinfluencercampaigns.
  9. 9. 9 InfluencersFindtheRight GoalsDefineYour and Thegoalofanycontentmarketingcampaignistodemonstratehowyoucanprovide valuetotheaudience.Inthecaseofinfluencermarketing,youneedtoproveyoucan providevaluetotheaudiencesofyourinfluencers.
  10. 10. 10 DefineYourGoals Yourgoalswillaffectthetypeofinfluenceryouchoosetoworkwith.If youwantquickinteractionwithpeople,youarelikelytoworkwith influencerswhoareactiveonTwitter.Ifyoudesiretoemphasizethe lookandimageofyourproductyoucouldputanemphasisonavisual channellikeInstagramorPinterest.Ifyouaimtoprovidein-depth productawareness,particularlyifyouareinB-B,youmayopttoposta technicalarticleonanindustryblog,andhavesuitableinfluencershare linkstothealinkstothearticle. YouneedtocreateSMARTgoals.EachhastobeSpecific,Measurable, Achievable,RealisticandTime-based.Agoalof“increasingproduct awareness”istoovague–youcan’tpossiblymeasureit.Ontheother hand,“increasingoutfollowingonInstagramby20%duringMarch”is SMART,andyoucandeterminewhetheryourinfluencersucceedornot.
  11. 11. 11 TargetAudience DefineYour Forinfluencermarketingtobesuccessful,youneedtowork withinfluencerswhoinfluenceyourtargetaudience. Forinstance,assumeyouhadacolossalmarketingbudgetForinstance,assumeyouhadacolossalmarketingbudget andcouldaffordtoworkwithJustinBieberonaninfluencer marketingcampaign.Ifyourproductissomethingthat targetsteenagegirls,Justinwouldclearlydoanexcellent jobofmarketingitforyou.HehasaKloutscoreof92and over100millionTwitterfollowers. ThemoreyoucannarrowyourtargetmarketdowntoaThemoreyoucannarrowyourtargetmarketdowntoa specificniche,theeasieryouwillfindittoselecttheright influencers.
  12. 12. 12 Influencerfor YourBrand Definethe BestTypeof TheDifferentTypesof Influencer Thisisthebiggestfailingofinfluencermarketing campaigns.Toomanyfirmsfailtoputeffortinto selectingtheperfectinfluencersfortheirbrand. ATapinfluence/Altimeterstudyfoundthat67.6%of marketersconsiderfindingrelevantinfluencerstheir mostsubstantialinfluencermarketingchallenge. ThebottomlineissimpleandcleaThebottomlineissimpleandclear.Youneedto workwithinfluencerwhoseaudiencematchesyour targetmarket. Celebrityinfluenceistheoldesttypeofinfluencermarketing.Companieshavehired celebritiestoendorsetheirproductsforyears.Someproducts,suchastheGeorge FormanGrill,havebecomesynonymouswiththecelebritywhosharedhisname. CelebrityInfluencers Macro-influencersalsohavelarge-scalefollowings.Peopleconsiderthemtobethe expertsintheirfield.Theyoftenhavemillionsoffollowersontheirvarioussocialnetworks. Macro-influencers Thebulkofinfluencersaremicro-influencers.Youcouldconsiderthemscaled-down versionsofmacro-influencers.Unlikecelebrities,theyareunknownoutsidetheirniche.But intheirnichepeoplerecognizethemasexperts. Micro-influencers
  13. 13. 13 StepstoFindtheRightInfluencers Ifyouopttouseanagencyforyourcampaign,influencerselectionisasimpleprocess.The agencywilldomostofthelegworkinvolvedinfindingsuitableinfluencersforyourbrand. UsinganAgency Therearenowmanyplatforms,andtheydifferinthewaystheyoperate.Someallow influencerstoapplytojointheirroster.Othersuseapatentedalgorithmtodiscoverthe peopletheybelievearethebestinfluencersforanyparticularaudience. UsingaPlatform Ifyouintendtocarryoutyourcampaignorganically,youwillfinditaslowerprocessthan usingaplatformoragency.Butyoumaybuildlonger-lastingmoregenuinerelationships withinfluencers,whichcouldleadtoregularendorsementatlittle,ifany,cost. CarryingOut YourCampaign Organically
  14. 14. 14 ToolstoFindInfluencers Sometoolsyoucouldconsiderusingtofindinfluencersinclude:
  15. 15. 15 InfluencerOutreach Oneoftheadvantagesofworkingthroughanagencyisthatyoudonothavetodomuchinfluencer outreach.Thatisoneofthetasksthatyoupaytheagencytoperformforyou. Someoftheplatformsalsominimizetheneedforinfluenceroutreach.Thisisparticularlysointhecaseof platformslikeFamebit,whoshiftthefocusontoinfluencersfindingbrands,ratherthanviceversa.Inthis case,businessescreateaproposalforaninfluencecampaigntheywishtooperate.influencersthen makeproposalstoFamebit.Inmanyways,thisworksinasimilarwaytofreelancemarketslikeUpwork. HoweveHowever,ifyoudonotwishtopayforanagencyorplatform,theninfluenceroutreachisanessential stepforanybrandwishingtoengageininfluencermarketing.
  16. 16. 01 SubscribetoYourInfluencers’ BlogsandSocialMedia Channels 02 ReplytoIntroductoryEmails TheyMaySend 03 SharetheInfluencers’Posts 04 RespondtoAnyQuestionsYour InfluencersAskTheirSupporters 05 CommentonYourInfluencers’ PostsandSocialMediaStatuses 06 LinktoYourinfluencers’Posts 07 WriteanEgobaitPostWhich IncludestheInfluencersWho YouAreFocusingOn 08 ReachouttoYourPotential Influencers 16 HowtoDo Influencer Outreach Onceyouhavecreatedalistofvaluable influencersforyourbrand,youneedtobegin theinfluenceroutreachprocess.Youneedtogo throughtheslowandsteadystepsofbuilding relationshipswithyourpotentialinfluencers. AlthoughyouwillhaveminimalneedtodothisAlthoughyouwillhaveminimalneedtodothis whenworkingwithanagency,youmaystill needtogothroughtheprocessifyouuseda platformtoextractyourlistofinfluentialnames.
  17. 17. 17 Ingredients ofaSuccessful InfluencerOutreach Explainthebenefits-Connectingwithaninfluencerisnotreally differentfromanyothermarketing–youmustexplainthebenefitsto thepersontowhomyouarepitching.Whatbenefitcantheyenjoy fromhavingarelationshipwithyouandyourbrand?Insteadof thinkingabouthowaninfluencercanhelpyou,youneedtothink abouthowyourbrandcanhelptheinfluencer. Providespecifics–influencersdon’twantmorework.Ifyouwant theirhelp,thenyouneedtoproposespecifics.Ifyouwantthemto publishaguestpost,forinstance,thenyouneedtopitchwhatyour guestpostwouldcover,indetail. Createdeadlines–withoutadeadine,aninfluencerislikelyto putyourproposalasideandforgetit.Itisfarbettertocreatea senseofurgency.Ifaninfluencerthinksthatthebenefityou’ve outlinedmakesitworthwhiletocontribute,thenhewillbehappy toworkwithinarealisticdeadline. Supposeyouhavedonealloftheessentialgroundwork requiredforsuccessfulinfluenceroutreach.Youfeelthat youhaveestablishedagoodenoughrelationshipto approachyourpreferredinfluencersandaskthemforsome formofhelp.Whatcanyoudotoimproveyourchancesof successatthispoint?
  18. 18. 18 Templates forInfluencer Outreach
  19. 19. 19 HowtoWorkwithInfluencers Itisvitalthatyourememberthatgenuineinfluencerswillonlybewillingtoworkwith youiftheybelievethatyourproductprovidesvaluetotheirsubscribers. Whilethebestinfluencersmaybeexpensive,theyarenotengagingwiththeir audienceontheirblogorsocialchannelsforthemoney.Influencersmarketingisnot justpayingsomebodytosaynicethingsaboutyou. PeopleonlybecomeacceptedasinfluencersbecausetheypPeopleonlybecomeacceptedasinfluencersbecausetheyprovidevalue.Ifthey weretotryandpitchirrelevantorshoddyproductstotheirfollowerstheywould quicklylosecredibility.Theywouldlosetheirinfluentialstatus. If,ontheotherhand,youhavenegotiatedaformalcontracttoworkwithyour influencers,youshouldcommunicatetothemyourvisionofyourdreampost.
  20. 20. 20 HowtoCollaborate withInfluencers Therearequiteafewsocialnetworkandblogginginfluencers whoarehappytosharetheirexperienceofaproductin returnforafreesample.ThewholegenreofUnboxingvideos onYouTubeisanexampleofthis. GiveFreeSamples toYourInfluencers 01
  21. 21. 21 Thisisanextensionofgivingfreesamples.Inthiscase,you deliberatelyaskinfluencerstoreviewyourproduct. AskforProduct Reviews 02 Sometimesbandscreatecompetitionsforinfluencers(rather thanfortheirfollowers).Youwouldneedtodecideonaprize thatwouldinterestandbenefittheinfluencers. RunaCompetition forYourInfluencers 03 Sponsoredpostscanworkverywellwhenworkingwith willingbloggers.Asponsoredpostiswhereyoupayablogger towriteapostaboutyourproduct.Hewillwriteitinhisvoice andnormalstyle. PayforSponsored Posts 04
  22. 22. 22 Havingtheopportunitytowriteaguestpostonapopularblog isvaluablewhenyouhavegonethroughtheorganicprocess offindinginfluencers. WriteGuestPosts 05 Anotherproposalyoucouldmaketopotentialinfluencersisto offerthemproductstheycangiveawayinapromotiontotheir followers. ProvideProductsfor InfluencerstoGive AwaytoTheir Followers 06
  23. 23. InfluencerRelationshipManagement (RelationshipNurturing) 23 Increasedreach,helping themgrowtheiraudience. Augere’ssurveyfoundthatinfluencerwerehappytoworkwithbrandsbecauseof: Perks(discounts,free samples). 55% 25% Theopportunitytoearn money. 24% Increasedopportunityto createqualitycontentfor theiraudience.45% Extrahelpavailabletoshape theirimage. Newexperiences-trips, events,etc. 29% 22%
  24. 24. InfluencerRelationshipManagement (RelationshipNurturing) 24 Therearevariouslevelsofinfluencerinvolvementinacampaign.Somemarketingcampaignsaresolelyinfluencer-based.But, ofteninfluencersarejustonepartofanoverallmarketingcampaignstrategy. Youneedtodecide,aspartofyouroverallplanning,howyouwishtouseyourinfluencersforaparticularcampaign. Youcouldchoosetoincorporateinfluencersintoeverypartofyourmarketing–frommarketresearchthroughtomarketing execution.Thisisanapproachmanyfirmstakenowadays. Somecampaignsuseavarietyofchannelstodeliverthemessage–withsocialmediaworkingwithinfluencersbeingjustone. YYoushouldalsoletyourinfluencerstellyourbrand’sstory.Theyspendtheirtimetellingstoriesonline,eitherintext,asavideo,as aseriesofimagesorinsomeotherways.Agoodinfluencerwillbeabletotellyourstorytotheirfollowersbetterthanyoucan.
  25. 25. 25 HowtoSuccessfullyRunYourInfluencer MarketingCampaignandMeasureROI Influencermarketingisnota“GetRichQuick”marketingscheme.Itoftenrequiresaslow,steady build-upofnetworking,particularlyifyouchoosetotaketheorganicmethodoffindingfollowers. Oftenthebestinfluencersoperatewithinarelativelysmallcommunity.Butitwillbeavibrant, engagedcommunity.Theseinfluencersmaynotbeabletoclaimthehighestnumberoffollowersor themostlikesonapost.Buttheyarethepeoplewhoaremostlikelytogenerategenuineinterestin yourproductleadingtoincreasedsales.
  26. 26. 26 HowtoManageYourCampaign Ifyouareworkingwithapaidinfluencer,youwillhavetonegotiatepricingwiththem.Oftentheywillprovideyou withafixedprice,andyouhavetodecidewhetheritisacceptable,orwhetheryouneedtonegotiatefurther. Factorsthataffecthowmuchyoushouldhavetopayaninfluencerinclude: Theaudiencequalityoftheinfluencer– howwelltheinfluencer’saudiencematches yourtargetmarket. Howgoodafittheinfluencerisforyour brand. Whethertheinfluencer’spostshaveagood mediavalue–doyouperceivethatthey willprovidemorevaluetoyouthanifyou advertisedonthesocialnetwork,yourself? Theprestigeoftheinfluencer–hashe alreadybuiltasolidonlinereputation. Thequalityoftheinfluencer’scontent– doestheinfluencerhaveareputationfor creatingandsharinghigh-levelcontent whichhasconvertedwellinthepast?
  27. 27. 27 AChecklistfora successfulcampaign Theexactlistofstepsyouneedtoperformwilldependonmany factors,althoughthemostimportantdifferenceisthemethodyou opttofollowforinfluencerselection.Youcouldchoosetosearch forinfluencersorganically(andthenconnectwiththemontheir terms,usuallywithouthavingtopaythem).Alternatively,youcould paytohavemorecontrolofacampaign,eitherfindinginfluencers onaplatformorworkingcloselywithanagency.
  28. 28. 28 CommonMistakesto AvoidinYourCampaigns Themostcrucialmistakemadebybusinessesistopickinfluencers whodon’tappealtotheirtargetmarket.Whereisthevalueinworking withsomebodywhoinfluencesthewrongpeople?Ithelpsifyoucan workwithpeoplewhoalreadyhaveanaffinityforyourbrand.Ifyou aresmallandunknown,youshouldatleastengageinfluencerswho havefollowerswhowouldpotentiallybuyyourproduct. AnothercommonmistaAnothercommonmistakeistryingtokeeptoomuchcontroloverthe contentaninfluencershares.Asfarastheaudienceisconcerned,itis theinfluencerwhoisthevitalpersonintherelationship–notyour brand.Theyfollowertheinfluencer,notyou,becausetheybelievein hisauthenticity.
  29. 29. 29 HowtoMeasureReach, Engagement,Leads,andROI Reachandengagementwitheachpost madebyaninfluencer. Therearesomegeneralstatisticsthatmostbrandsliketoknowabouttheirinfluencermarketing: Additionalwebsitevisitorsreceivedasthe resultoftheinfluencermarketingcampaign. Anyadditionalsalesgeneratedcomparedto thecostsofworkingwithyourinfluencers. Thetypesofmarketingmessagesthatbest resonatewithyourtargetaudience. 01 02 0403
  30. 30. Conclusion Itisimportantthatyoukeepmonitoringyourcampaign.Influencecanbefickle.Youdon’twanttobe taintedbyworkingwithaninfluencerwhohaslosthisorherrespect. Forinfluencermarketingtosucceed,brandshavetotrustthatinfluencerswillrepresentthem appropriately.Thesolutioncomesbacktoinfluencerselection.Ifyouchooseinfluencerswhohave followerswithaclosematchtoyourtargetmarket,youhavecreatedoddsofasuccessfulcampaign. IfbusinessesfollowthroughthestepsI’veoutlinedhere,andputtheeffortintosuitableinfluencer identification,theninfluencermarketingshouldproducesoundresults. influencermarinfluencermarketingworkshand-in-handwithcontentmarketingtobethemostsuccessfulwayto marketyourproductsthisdecade.

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